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It’s an Arrow! Famous Logos with Hidden Images

You've seen these famous logos countless times, but have you seen the hidden images and messages within them? There's more to brand designs for Toblerone, FedEx, Tostitos, and other companies than meets the eye.

Tostitos

Though I’ve carried Tostitos bags into many parties and barbecues, I’d never noticed the celebration going on in the logo itself. The second and third t’s are sharing a chip over an i that is dotted with a salsa bowl. Yum!

Big Ten

Penn State became the eleventh member of this university athletic conference, hence the embedded “11” in its logo. However, the University of Nebraska–Lincoln will become number twelve in a couple of years, meaning another logo change is probably in the works.

Pittsburgh Zoo & PPG Aquarium

The tree stands out almost immediately, but if you give the image more than a cursory glance, the designer’s remarkable use of white space becomes clear. There’s a lot of life in this logo, which makes it perfect for a zoo-aquarium combination.

Northwest Airlines

Before merging with Delta, Northwest’s logo was one of the best in the industry. The N and w within the circle are fairly obvious, but did you know the circle also serves as a compass? And guess which direction the arrow in the upper-left-hand corner (or the beginning of the w) is pointing?

Le Tour de France

It’s funny how often you see a design without picking up on its most interesting aspect. I didn’t see the person riding a bicycle until a friend pointed it out. (The yellow circle is the front wheel and the r is the body, if that helps.)

Carrefour

The name of this French international retail chain translates to “crossroads,” or “intersection” in English. The two arrows pointing in opposite directions indicate this, but there’s also a big C hidden in the white space.

London Symphony Orchestra

Milwaukee Brewers

This was the Brewers’ emblem from 1978 until 1993. An art history student designed the baseball glove composed of an m and a b for a 1977 logo contest. Now it’s one of the most famous logos in baseball.

Washington State University

Washington State University’s mascot is a cougar, but putting a picture of an actual cougar in the logo would be so boring. Instead, the cougar is created with creative exaggerations of the letters W, S, and U.

Amazon.com

I never thought about the reason for the arrow under Amazon until I noticed where the arrow begins and ends: a and z. Because Amazon offers everything from A to Z! It’s possible I’m the last person on Earth to figure this out.

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You've seen these famous logos countless times, but have you seen the hidden images and messages within them? There's more to brand designs for Toblerone, FedEx, Tostitos, and other companies than meets the eye.